Commercial Break: Half brand half biscuit

United Biscuits, the company behind Jacob's, is bringing all the treats such as Mini Cheddars and Twiglets under the Jacob's 'masterbrand', and updated packaging will feature the name Jacob's more prominently.

This follows UB's relaunch in February, which saw all their sweet biscuits such as Penguins and Jaffa Cakes (see? They call them BISCUITS. Not cakes.) brought in under the McVitie's brand.

UB says the move is part of the same ‘business vision’ that saw the £12 million relaunch of its McVitie’s biscuit brand in February.

In a quote that says everything and nothing about the modern marketing experience, Martin Glenn, chief executive of UB, says,

"[This project] will improve and simplify the shopping experience for customers, putting all our savoury brands clearly under the same premium masterbrand."

There's also a new ad campaign featuring a tiny 'Jacob The Baker' character bringing jolly snack joy, so you can now #snackhappy!